The aim was to get the word out about a first-ever Food Truck event that was part of a larger event (The Palace - Luxury Outlet).
The Palace - Luxury Outlet has a long history of organizing events:
From 2010 up to and including July 2015, The Palace - Luxury Outlet has hosted:
- 2 events at Tattersall, Palermo.
- 13 events at Tribuna Plaza, Palermo.
- 2 events at Darwin, San Isidro.
- 1 event at Predio Ferial, Córdoba.
- The Palace - Luxury Outlet came to a point where growth in the number of event-goers became increasingly challenging.
- The Palace - Luxury Outlet expected to overcome that hurdle by factoring a food truck fare into the main event.
To generate high coverage levels in the area of influence (Ciudad Autónoma de Buenos Aires).
The campaign was split up in two:
1- Publicity of the 13th edition of The Palace - Luxury Outlet. Widespread communication by means of outdoor advertising, plus disclosure under the agreement in place with benefit card Club La Nación, which offers great discounts in connection with the event. Print ads in La Nación newspaper as well as display of rich media ads on the site, in addition to several e-mail marketing messages that were sent to the entire database of Club members.
2- The Food Truck event took place over two weekends in the parking area of the main event. This event was promoted exclusively on social media, with the aid of bloggers, which made the announcement go viral.
Attendance tripled during the weekends when the food truck event was held. The target audience welcomed the food truck fare as an additional service within the main event (The Palace Luxury Outlet), which was precisely the ultimate purpose. A positive level of engagement with the target audience was achieved. As a result, this sideshow will be conducted again together with the main event, in the hope that it will be as successful.